MARKETING STRATEGY AFFECTING TOWNHOUSE PURCHASE DECISIONS IN BANG KHUN THIAN DISTRICT, BANGKOK METROPOLIS

Authors

  • Isarapisorn Dilokpaiboon Master of Business Administration Program, Graduate School Eastern Asia University.
  • Montikan Aiemso Master of Business Administration Program, Graduate School Eastern Asia University
  • Kiatichai Vesdapunt Master of Business Administration Program, Graduate School Eastern Asia University

Keywords:

Marketing Strategy, Townhouse

Abstract

The objectives of this research were: Firstly, to compare the different of personal factors with the townhouse purchase decisions In Bang Khun Thian District, Bangkok Metropolis. Secondly, to analyze the influence of marketing strategy affecting townhouse purchase decisions In Bang Khun Thian District, Bangkok Metropolis. Samples were people who were making townhouse purchase decisions of Bang Khun Thian District, Bangkok Metropolis, a total of 400 samples, using multi-states to collect the data by questionnaires. Data were analyzed by using descriptive statistics, which consisted of frequency, percentage, mean, standard deviation and using statistics of  t-test and F-test and multiple regression equations. The study found that personal factors of those who were deciding to purchase townhouses In Bang Khun Thian District, Bangkok Metropolis, were different i.e.,  age, marital status, and average monthly income. The marketing strategy for price, distribution channel and marketing promotion affected townhouse purchase decisions in Bang Khun Thian District, Bangkok Metropolis

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Published

2021-03-29

Issue

Vol. 7 No. 3 (2021): March 2021

Section

บทความวิจัย (Research article)